Having developed a taste for motorsport success, the BMC approved the development of a sportier version of the Mini Cooper, with more power, uprated brakes and wider wheels. This new model, the Mini Cooper S, was to take the rallying world by storm: between 1964 and 1967, the Mini Cooper S was first past the post three times out of four, first with Paddy Hopkirk at the wheel in 1964, then with Timo Mäkinen in 1965 and "Flying Finn" Rauno Aaltonen in 1967. But for some dubious decisions the previous year, it would have even been four out of four: in 1966, the Mini team took first, second and third, only for all cars to be disqualified for apparent breaches of headlamp regulations.

As the new millennium began, there was no let up in the success story. In 2000, John Cooper set up John Cooper Works (JCW), supplying MINI with tuning accessories after it hit the market in 2001. In 2005, the limited-edition pre-tuned MINI Cooper S with John Cooper Works GP Kit was presented at the MINI United festival, and was widely lauded as the "fastest road-going MINI ever". In 2007, MINI took over John Cooper Works and has since launched three John Cooper Works models, the MINI John Cooper Works, the MINI John Cooper Works Clubman, the MINI John Cooper Works Cabrio and the MINI John Cooper Works Coupé.
Motorsport-wise, developments have remained in the fast lane, too. The MINI John Cooper Works Challenge hit the MINI Challenge race circuits for the first time in 2004. And April 2011 saw the unveiling of the MINI John Cooper Works WRC − the first new MINI rally car for over 40 years.